Published in Scientific Papers. Series "Management, Economic Engineering in Agriculture and rural development", Vol. 21 ISSUE 3
Written by Ganna BEDRADINA, Sergii NEZDOYMINOV

In the context of overcoming the COVID-19 pandemic consequences, the concept of total quality management should serve as the basis for rethinking the role of customer service for travel services, in accordance with the requirements of the international service quality standards. The paper aimed to approach the theoretical, methodological and practical problems of assessing the quality of the travel services of regional enterprises that organize rural tourism tours in Ukraine. The main attention was paid to the analysis of the quality of components of standard travel services on the directions of rural tourism routes having hidden features. To assess the services quality, in accordance with their latent features in the field of rural tourism, the authors used the benchmarking methodology, which combines the number of statistical comparison methods based on multidimensional objects. The article offers an algorithm for the benchmarking of the quality of services provided by rural tourism tour operators. As part of the benchmarking tools for assessing the quality of service provided by travel business entities, the authors used the taxonomic analysis method. The approaches proposed by the authors to assessing the quality of travel services allow rural tourism business entities to form the measures to restore the sale and rendering of travel services in the context of overcoming the COVID-19 pandemic consequences.

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